How hand gestures influence the enjoyment in gamified mobile marketing
作者: Wanyu XiHan GongQuansheng Wang
作者单位: 1Department of Marketing and E-Commerce, School of Business, Nanjing University, 16 Jinyin St., Nanjing, Jiangsu 210093, China
2Department of Marketing, College of Business, Shanghai University of Finance and Economics, 777 Guoding Rd., Shanghai 200433, China
刊名: International Journal of Human - Computer Studies, 2019, Vol.127 , pp.169-180
来源数据库: Elsevier Journal
DOI: 10.1016/j.ijhcs.2018.09.010
关键词: Gesture interactionMental simulationPerceived controlEnjoymentGame design
原始语种摘要: Abstract(#br)With the rapid development of mobile technologies, gamification has been deployed pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how mobile gesture technology influences consumer enjoyment of mobile marketing games by examining two types of hand gestures: surface and motion gestures. Considering the characteristics of hand gestures and embodied cognition theories, we propose that hand gestures influence the enjoyment of mobile marketing games with two other game elements: object visual presentation and reward setting. Specifically, the interaction between surface gesture (vs. motion gesture) and the object visual presentation of a real product picture (vs. symbolic brand logo image) leads to greater enjoyment of marketing games...
全文获取路径: Elsevier  (合作)
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关键词翻译
关键词翻译
  • gesture 手势
  • mobile 可动的
  • enjoyment 享受
  • marketing 市场学
  • visual 可见
  • motion 运动
  • propose 提议
  • computer 电子计算机
  • picture 图像
  • reward 报酬